Polish express firm Masterlink Express is re-branding to DPD, the main brand of its 100% owner,GeoPost. The aim is to benefit from the European recognition of the DPD name in order to expand its
international business.Founded in 1991, the parcels transport company was fully acquired by GeoPost, the expressdivision of France’s La Poste group, in 2004. It claims to have a leading position in the Polishvalue-added services sector and a strong domestic presence. Sales have grown 40% annually over thelast five years. In 2004, the company, with 1,655 employees, 50 depots and 970 vehicles, hadturnover of 120 million zlotys (€30.9 million) and transported 6.2 million parcels.
Masterlink said its previous brand is associated with a flexible customer approach, innovativesolutions and high quality services. However, the company is known as a domestic logistics operatorwhich makes it difficult to be perceived as a competitive international player.
“We want not only to be a leading domestic player on the Polish market but also to takeadvantage of DPD’s strong brand position in Europe and create an international image of ourcompany. The brand change from Masterlink to DPD will allow us to effectively compete with otherlogistics firms and increase the company’s share in the international services sector,” explainedRafal Nawloka, general director of Masterlink Express.
“Our vision for the near future is to attain a strong European position, being a company withlocal dynamism and flexibility, European strength and international potential,” added MarekRozycki, CEO GeoPost Region CEE.
The re-branding will be done gradually in two main stages. Vehicles and courier uniforms arebeing changed this month, while corporate and operational materials as well as depots will take onthe new name by January 2007.
Masterlink is also planning further investment in Poland. The plans include the purchase ofbuilding plots in order to build new depots in the biggest Polish cities, the modernisation ofexisting depots, introduction of new international services, and investment in IT systems and stafftraining.
